Digital Experience Research

How we work

Practice 7 sits at the boundary of consumer research and product design. We start with the question and choose the method – never the other way round.

For discovery and design questions, we run user interviews and contextual inquiry: 8–15 IDIs per user segment, paired with workplace or in-context observation that reveals the gap between formal process (what the system expects) and real process (what the user actually does to make it work).

For evaluative questions, we run moderated and unmoderated usability testing – 5-8 participants per segment for moderated qualitative, 50–500 for unmoderated quantitative usability metrics (task success rate, time-on-task, System Usability Scale, error rate).

For diagnostic work on existing products, we combine session-recording analysis (Hotjar, Microsoft Clarity, Smartlook) with consumer follow-up to understand the “why” behind drop-off patterns.

India-specific calibration: we test on the devices Indian users actually own (mid-tier Android, frequently rooted, often shared across the household), at the connectivity levels they have, in the languages they prefer.

Every Practice 7 engagement runs on the Cadorial Behaviour-First Diagnostic – behaviour first, the “why” second, and the commercial cost of the friction last.

Accessibility audits are built into every Practice 7 engagement; under the Rights of Persons with Disabilities Act, accessibility is increasingly a procurement requirement for public-sector and large-enterprise contexts.